Choosing a line but knowing how to Snowboard out of trouble

Jeremy Jones  is a snowboarding superstar, a legend amongst the snowboarding world and one of the greatest big-mountain freeriders of today. He is still able to inspire one with awe, whether it be finding a new line down a vertical mountain, or out-skiing an avalanche (productofaustralia).

At 34 years old Jones shows no sign of quitting the limelight. He used to be a pro-snowboard racer but turned his energy to big mountains and became a pioneer of professional big mountain riding.  Winner of numerous big mountain and extreme contests over the years and with over two dozen awe inspiring video parts in the library including five in 2008 alone, Snowboarder magazine has, for the 8th time in a row, crowned him “Big Mountain Rider of the Year.”

For his latest project, the Squaw Valley-local’s new film ‘Deeper’, he’s traveling the globe from Alaska to Antarctica in search of new lines that can be reached under his own steam. There will be a strong environmental thread running through this film – an issue that he believes in very deeply.

In fact, in 2007 he founded POW – Protect Our Winters, a non-profit organization dedicated to reversing the global warming crisis by uniting the winter sports community and focusing its collective efforts towards reversing the damage done by climate change. As a testament to his commitment to the environment, he has recently opted to forego the use of helicopters and lifts when snowboarding, choosing instead to hike as his sole means of transportation on the slopes.

Jones is now producing his own line of snowboard and ski equipment. “For 2010 I am proud to announce the latest offspring of my life-long commitment to snowboarding – Jones Snowboards” he says. “I have started Jones Snowboards to develop the highest performance all-mountain weapons on the market – freeride boards that reflect everything I’ve learned both on the snow and in the factory. Every snowboard we produce will be born of my passion and our designs will mirror the performance demands of my riding matched with the environmental demands of my conscience.”

His snowboards are pushing all the right buttons for snowboarders.

Jones Snowboards Solution splitboard performed so well that at the annual Backcountry Snowboard Test held in March in Crested Butte, Colorado in 2010/2011 the splitboard became the recipient of a Backcountry Magazine Editors’ Choice Award.

Snowboard Magazine, too, has recognised the new company. Jones Snowboards’ The Flagship, received a Platinum Pick award for excellence in design. “If you were going to trust anybody to design snowboarding’s premier big mountain snowboard, Jeremy Jones would be the wise pick.  The Flagship is snowboarding’s response to the most critical riding on the planet,” said Nate Deschenes. He adds “If you like getting booted off the local ski hill for going too fast or better yet, riding lines nowhere near a lift, this board is it.” Accolade indeed. It’s a beautiful wooden board – not a drop of ink on it, even the trademark name Jeremy Jones is burnt into the wood.

product shot taken by Greg Martin

“26 years after stepping on my first snowboard I feel blessed to have been given the opportunities I have. From riding some of the world’s wildest lines to naming mountain peaks to the countless signature products I have helped create, it’s been an honor to be a part of snowboarding’s evolution,” says Jones.

But he’s not a foolhardy risk taker. He has learnt to trust his gut instinct. He has also learnt to respect the old adage – “pride comes before a fall”. If everything seems right, but something, just something, is saying….”no, don’t do it”… he doesn’t. ‘Ware his warning…

Jones Snowboards has its own European team and has just signed up Austrian Mitch Tolderer. Tolderer, who finished second in the Free-ride World Tour Overall standings, is the perfect fit for Jones Snowboards with his dedication to the unknown, his attitude and big mountain abilities. He has been a fixture on the podium of the world’s biggest free-ride competitions and has recently led the splitboard movement in Europe.

He had a chance to test the Flagship after the Extreme Verbier competition came to a close. “Jeremy Jones had given me a 161 Flagship and I was really curious what this board he created would be like. Although I thought the 161 would seem ’small’ riding off-piste it felt really nice. After a few turns the board felt really smooth and familiar under my feet. I can’t wait to try the 164 flagship!”



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